2015 Winners & Shortlists

Creative Execution

We released MAGGI Diaries as a series of webisodes on a first-of-its-kind YouTube channel. The channel’s unique features were specifically designed to draw women to follow & interact with the 4 ambassadors throughout their journey, from any social platform. We used hashtags unique to each country we visited as well as live chat sessions with our ambassadors where they shared their inspiring experiences & revelations with women from across the region. Through continuous listening & optimization, we also realized what type of content our audience really resonated with the most & adjusted our publishing on our social platforms accordingly.

MAGGI Diaries was an immediate success. Women engaged avidly with the content. Many of them even asked to be part of the journey. Our YouTube channel propelled to the 2nd fastest growing FMCG channel in MENA with almost 11 million views and 11,500 new subscribers (increase of over 10x). We had a view-through rate of 39%. Facebook had a category-leading 21% engagement rate while the brand saw a 400% growth on Instagram since launch. Twitter had an engagement of 9% and 14,959 new followers. Finally, we had an outstanding 7% and 6% market share growth in KSA and UAE respectively.

In many households across the region, it is said that a woman’s success is defined within the 4 walls of her kitchen. As market leaders, we wanted to challenge this norm and help women break out of the shackles of the kitchen and influence positive change in their lives. So we listened to them; uncovering one undeniable truth: women's perspective in the region are changing (new-desires, new-ambitions, new-ways of seeing things); yet for all their cravings for new experiences, they lacked the confidence to just try. Routine is safe, new takes courage. We needed to motivate them to try. We needed a battle-cry. So we gave them MAGGI® Diaries – a cultural & culinary video journey of 4 ordinary housewives around the Middle East. Through them, our mission was to inspire women to unlock their potential & make a difference in their lives & the lives of people around them.